Instagram Update: Say Goodbye to Following Hashtags

In December 2024, Instagram is rolling out a significant update that will impact how users interact with hashtags. As part of this change, the platform removes the ability to follow hashtags, a feature that has been part of Instagram's ecosystem for years.

Here’s the official statement from Instagram:
"We’re removing the ability to follow a hashtag on Instagram. You will still be able to use hashtags in your posts and search with a hashtag to discover related posts. We’ll continue to show you posts relevant to your interests via recommendations in Feed, Explore, and Reels."

What Does This Change Mean?

The option to follow hashtags allowed users to see posts with specific tags directly in their feed. For example, following #Foodie or #TravelGoals meant you’d get content curated around those themes without needing to follow individual accounts. With this update, that functionality is going away.

Instead, Instagram is focusing on delivering personalized content recommendations through its algorithms. You’ll still be able to:

• Use hashtags to categorize your posts.

• Search hashtags to find related posts.

• Discover new content in Feed, Explore, and Reels, based on Instagram’s understanding of your interests.

Why Is Instagram Making This Change?

Although Instagram hasn’t explicitly shared its reasons, here are some possible motivations:

1. Enhancing Personalization: By relying on algorithm-driven recommendations, Instagram can serve up content tailored to individual preferences, going beyond the constraints of hashtag following.

2. Fighting Spam and Irrelevant Content: Hashtags can be overrun with irrelevant or spammy posts, which may dilute their value for followers. Removing the following feature could reduce exposure to such content.

3. Streamlining the User Experience: Instagram’s goal may be to simplify its platform, focusing on tools that maximize user engagement.

How This Impacts Users

1. For Everyday Users: If you relied on hashtags to discover niche communities or specific types of content, you’ll now need to search those hashtags manually. Recommendations in Feed and Explore will also play a bigger role in surfacing related posts.

2. For Creators and Brands:

   • Hashtags will remain vital for categorizing content and improving discoverability through searches.

   • However, the emphasis shifts even more toward creating high-quality, engaging posts that Instagram’s algorithm will prioritize for recommendations.

   • Rethink your hashtag strategy to focus on relevancy and niche-specific terms to help your content appear in search results.

Adapting to the New Normal

To make the most of this update, here are a few tips:

• Leverage Content Recommendations: Focus on creating content that aligns with your target audience’s interests so Instagram’s algorithm pushes your posts to the right people.

• Master Hashtag Searches: Teach your audience how to search and use hashtags effectively to find your content. Consider promoting unique branded hashtags for your community.

• Track Engagement Trends: Keep an eye on how your audience discovers and interacts with your posts. This could inform adjustments to your strategy.

The lesson is…

Change is constant on social media, and Instagram’s decision to remove hashtag following reflects its evolving priorities. While it may feel like a step back for users who valued this feature, it’s also an opportunity to explore new ways to connect with content and communities.

Whether you’re a casual user, a content creator, or a brand, adaptability is key. Stay informed, experiment with your strategies, and embrace the platform’s new focus on recommendations.

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